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McDonald's hires Tribal DDB

McDonald's Canada has retained Tribal DDB Canada as its digital agency of record. The assignment includes strategy, creative development, design and implementation for the fast food chain's web, mobile and social activities. The agency won the account in a competitive pitch process involving an unknown number of contenders. Tribal DDB has previously worked for McDonald's on the national rollout of the McCafé brand and the reworking of Tribal DDB will service the account from its Toronto office in association with its Vancouver office. Montreal-based Bleublancrouge will handle French-language digital activities. "Tribal DDB Canada's digital innovation and creative approach made them an ideal partner as we continue to transform our brand," said Joel Yashinsky, senior vice-president of marketing at McDonald's Canada. "We've already made a strong connection with the team and are impressed by their vision of how we can better connect with consumers through digital channels."

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